Mixit Cosmetics Brand CEO Detained in Fraud Case

The brand's retail network is extensive: Mixit products are available at 32,000 points of sale in Russia and CIS countries.

The detention of a top executive of this scale is a rare event for the Russian beauty industry. The company is among the market leaders, and its distribution network covers the entire country and the near abroad. The further development of the situation will depend on the Tverskoy District Court's decision on the pretrial restriction measure.

Context for the market

For the brand's partners and distributors, the CEO's detention creates legal uncertainty. Questions are likely to arise primarily among retailers working with the 32,000 points of sale and among the company's logistics partners.

The case is at an early stage. The wording of the charges, the amount of damages alleged, and the list of episodes, if declared by investigators, will become clear later — most likely after the court hearing on September 19, 2026, at which the court will determine Pay's pretrial restriction measure.

Until then, the company will continue operating as usual, unless the investigation imposes any restrictions on it. There had been no official comments from Mixit representatives as of publication.

As a reminder, Part 4 of Article 159 of the Criminal Code applies in cases where the damage is recognized as especially large. By law, it must exceed 1 million rubles. However, law enforcement agencies have not yet named the exact amount of damages in Pay's case.

We continue to follow developments.